I don't think there is a massively crumbling relationship between PR and journalism: my experience \(I'm another who's served on both sides) is that it's pretty much where it always was. It's also true that the issue of poor press release practices is not a new one – nor is the issue of poor journalism. What's new, though, is that it's become ever easier, on the one hand, to send press releases out electronically in high volumes, indiscriminately, as if it's direct mail looking for response rates, and ever easier, on the other hand, for journalists to block them electronically and silently, potentially cutting the wheat with the chaff. As a result, some journos are being very vocal about a failing system and some high profile PRs are – utterly wrongly – declaring the press release a lost cause. What's also new is that some bloggers without a journalist background are being drawn into the PR world for the first time and not all of them like what they find there.
The press release is neither a lost cause nor outmoded – I can attest to that on a daily basis – but I fear the balance is shifting and there's a danger of self-fulfilling prophesies, damaging the symbiosis between PR and journalism and therefore hurting both sides. That's why, when Realwire approached us at Press Dispensary about supporting the campaign from launch, I gave a resounding agreement. Maybe there is some robust \(inflammatory?) phrasing in there and maybe that's a good thing if it provokes the discussion that it is provoking. The language and detail are up for grabs but the principle – of more diligence, of examining attitudes and consciences – is an utterly sound one.
Rob Shepherd
Press Dispensary
